Frozen Food

BUSINESS INTELLIGENCE

Demand for frozen set to stay

Research shows more than a third of retailers have seen increased shopper demand for frozen over the past 12 months.

Convenience retailers had “sustained high consideration” for frozen food through the past year, new research from Birds Eye and KAM Media reveals.

The survey of 200 independent retailers shows that 34% of retailers have seen increased shopper demand for frozen over the past 12 months, with 25% of retailers intending to invest further in their frozen category in 2022, a growth of 6% compared with last year’s survey results.

However, the data shows that 39% of respondents cited insufficient space for additional freezers as the biggest challenge to growing frozen sales in their store. In addition, many retailers are also missing out on new consumer trends and shopper demands, with 23% sticking with the products they’ve always stocked.

Joss Bamber, Head of Convenience at Birds Eye, said: “Demand for frozen products within the convenience channel is here to stay, so there is a definite need for retailers to prioritise their frozen range in store, ensuring they are stocking the right products to capitalise on a real sales growth area.

“As leaders of the frozen food category, we’re in an important position to support independent retailers with the right category advice and planograms that can help their freezers to work as hard for them as possible. Instore space is always at a premium for store owners, so the challenge for retailers is utilising what little freezer space there already is to ensure maximum frozen sales.”

It is also predicted that the plant-based and free-from segment will keep growing in 2022, with 81% of retailers now stocking free-from, plant-based and meat alternative meals.

Bamber added: “With Veganuary just around the corner, many shoppers will be looking for convenient, healthy and cost-effective plant-based options that can be easily added to their diets.”